ABSOLUT(R) Partners With Kanye West on Most Innovative Collaboration in Spirits Brand's History

ABSOLUT(R) Partners With Kanye West on Most Innovative Collaboration in Spirits Brand's History

Creative Campaign and Tour Sponsorship Ushers in New Wave of Nightlife Style and Showcases the Good Life ... Kanye Style

NEW YORK, Feb. 14 /PRNewswire/ -- ABSOLUT(R) VODKA, the most influential spirits brand in the world, announces a collaboration with musical genius and 10x GRAMMY(R) award-winning artist Kanye West that will join two icons of style together for a series of projects throughout 2008. Their creative ventures begin with sponsorship of the Glow in the Dark Tour 2008 Ignited By ABSOLUT 100, and will continue as West works with the brand to bring his signature style into nightlife arenas and marketing campaigns in a daring and provocative fashion. As part of the brand's 'In An ABSOLUT World' advertising campaign, West, along with other artistic luminaries, will share his vision of life in an ABSOLUT World through online testimonials and interpretations.

"I have a lot of respect and admiration for a brand that was so ahead of its time in terms of seeing the value of collaborating with the creative community to express a unique vision of ABSOLUT. This is a brand that has worked with the pre-eminent artists of the 20th Century -- Tom Ford, Andy Warhol, Keith Haring, Helmut Newton. These are individuals who have inspired me in my work, and I feel honored to be a part of this legacy," said Kanye West. "What I'm most excited about is the opportunity to help push ABSOLUT in even more scintillating ways through a collaboration that puts me both in front of and behind the camera."

The Glow in the Dark Tour Ignited By ABSOLUT 100 will kick off in Seattle, WA at Key Arena on April 16, and will visit more than 25 major U.S. cities throughout the spring (please see complete itinerary below.) To create the ultimate experience, Kanye has teamed with I Love All Access to provide his fans with VIP ticket package experiences. For more information, go to kanyeuniversity.com. N.E.R.D., Lupe Fiacso and fellow Def Jam Artist Rihanna will join Kanye on the road.

From San Francisco and Los Angeles to New York City and Washington, DC, ABSOLUT 100 cocktails and bottle service will be featured prominently in the coolest nightclubs, where official after parties will jam into the night. Incorporating elements of the tour and Kanye's renowned design aesthetic into both the club scene and retail locations across the country, ABSOLUT will create a 360-degree experience for Kanye's fan base.

Launched in fall 2007, ABSOLUT 100 is a bold, mixable vodka that stands out and stands up in a cocktail. Its unique black bottle, glossy finish and noticeably smooth taste were the inspiration to partner West together with this stylish spirit.

"ABSOLUT has a long history of working with engaging artists, beginning with Andy Warhol and continuing over the last 27 years. As we usher in a new creative era with our 'In An ABSOLUT World' advertising campaign, we want to work with artists who spark dialogue and inspire people in the 21st Century," said Ian Crystal, Brand Director, ABSOLUT Vodka. "This collaboration with Kanye West, whose creative talents extend far beyond his musical career, will use our collective voice to bring style and excitement to our consumers."

For more information about ABSOLUT, please visit www.absolut.com.

GLOW IN THE DARK TOUR
IGNITED BY ABSOLUT 100

Date City Venue

April 16 Seattle, WA Key Arena
18 Sacramento, CA ARCO Arena
19 San Jose, CA HP Pavilion
20 San Diego, CA Sports Arena
21 Los Angeles, CA Nokia Theatre
24 * Tucson, AZ Kale Aud., U. of Arizona
25 * Las Vegas, NV Red Rocks Casino Resort
26 * Albuquerque, NM Journal Pavilion
27 Denver, CO Pepsi Center
29 Oklahoma City, OK Ford Center
30 Austin, TX Frank Irwin Center

May 1 Dallas, TX Superpages.com Center
2 Houston, TX Cynthia Woods Mitchell Pavilion
4 Atlanta, GA Gwinette Arena
5 Tampa, FL Ford Amphitheatre
6 Miami, FL American Airlines Arena
8 Charlotte, NC Verizon Wireless Amphitheatre
9 Raleigh, NC Walnut Creek Amphitheatre
10 Washington, DC Nissan Pavilion
11 Virginia Beach, VA Verizon Wireless Amphitheater
13 New York, NY Madison Square Garden
15 Boston, MA Tweeter Center
16 Hartford, CT North East Dodge Music Center
17 Philadelphia, PA Susquehana Bank Center
18 Scranton, PA Toyota Pavilion
20 Montreal, Que. Bell Centre
21 Toronto, Ont. Molson Centre
22 Detroit, MI Palace
23 Chicago, IL United Center
24 Minneapolis, MN Target Center
27 Saskatoon, Sask. Credit Union Centre
29 Edmonton, Alb. Rexall Palace
30 Calgary, Alb. Saddledome

* indicates dates do not include Rihanna.

About The Absolut Spirits Company, Inc.

The Absolut Spirits Company, Inc., headquartered in New York, is a subsidiary of V&S Group and operates under the auspices of V&S Absolut Spirits in Stockholm, which produces and markets ABSOLUT(R) VODKA, ABSOLUT CUT(TM), Level (TM) Vodka, FRIS(R) Vodka, Plymouth(TM) Gin and Cruzan(R) Rum. The Absolut Spirits Company, Inc. imports ABSOLUT VODKA, Level Vodka, Plymouth Gin and Cruzan Rum in the US and distributes the brands through FutureBrands LLC, a joint venture with Beam Global Spirits and Wine.

Source: ABSOLUT(R) VODKA

CONTACT: Sarah Bessette of The Absolut Spirits Company, Inc.,
+1-212-641-8653, sarah.bessette@absolut.com; or Abby Hodes of Ketchum for
ABSOLUT(R) VODKA, +1-646-935-4128, abby.hodes@ketchum.com; or Gabriel
Tesoriero of Island Def Jam, +1-212-445-3632, gabriel.tesoriero@umusic.com

Web site:

http://www.absolut.com/
http://kanyeuniversity.com/

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